“Strange treasures await you”
A new campaign for Tourism Tasmania highlights the pubs, art and quirky pieces of Tasmania, rather than the natural wonders of the state.
The interactive campaign, titled “Go Behind the Scenery”, has launched nationally by JimJam Ideas with a 60-second TV spot, social media and print.
It has been rolled out across all free-to-air stations, which direct viewers to a website, where there are six mini documentaries showing off the best Tasmania has to offer for each region, hosted by “John X.”
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The website also features 30 itineraries while social media promotes snippets of the island state.
Creative director Andrew Crocker said: “It’s not everyday in advertising where you get to write a campaign without having to exaggerate or distort the truth. With each trip we’ve made down to Tassie it’s confirmed two things: 1, we’re on the right track and 2, how lucky we are to be writing a campaign about the place.”
Tourism Minister Scott Bacon said the campaign was a step away from traditional tourism marketing.
“In a sometimes comic and quirky way, the campaign encourages people who come to Tasmania to get to know more of our state, and travel beyond the major population centres and spend a few nights exploring those fantastic, truly Tasmanian experiences,” he said.
Creative credits:
Agency: JimJam
Creative Directors: Andrew Crocker & Charlie Cook
Account Director: Kate Somerford
Strategic Planner: Tony Gordon
Agency Producer: John Ruggiero
Designers: Patrick Andersson, Jeffrey Oley, Fredrik Liva
Director: Josh Frizell
Producer: Annie Schutt
Production Company: 8 Com